2022: Just Accepted
Original Research Article

Developing wine tourism experiences. A discrete choice analysis using best-worst scaling data.

Juan Carlos Martin
University of Las Palmas de Gran Canaria
Published May 11, 2022
Keywords
  • Wine tourism; Sardinia; Choice Experiments, Best-Worst Scaling; Discrete choice models.
How to Cite
del Chiappa, G., Martin, J. C., & Román, C. (2022). Developing wine tourism experiences. A discrete choice analysis using best-worst scaling data. Wine Economics and Policy. https://doi.org/10.36253/wep-9946

Abstract

The aim of this research is to aid winery managers bundling a plethora of different service features to meet the wine tourists’ expectation. A discrete choice model using best-worst scaling (BWS) data is estimated to obtain the relative importance of the attributes included in the analysis. Findings show that the most important aspects that make wineries attractive are: to offer wine tastings and “tour & visits”, to provide visitors with wine specialists/tour guide and, finally, to make the surroundings area and natural environment as pleasant as possible. Furthermore, the study highlights that wine-tourists’ preferences are heterogeneous.

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